1. KLM Koninklijke Luchtvaart Maatschappij literally means Royal Aviation Company CRM CASE STUDY Jason CHICHE Olivia Tayo KIWEWA Nikki OBIANAGHA Edweena D’ALMEIDA Tidjane SOW
14. CRM PROGRAM LIVE In mid-2003 the CRM Program was ready to be implemented. The CRM Meeting of September 2003 set out the lines for the next phase of the CRM Program. Four priorities would govern next year’s activities: • To realize the maximum business benefits from the CIAO project. • To stimulate data and insight capture that enriched the single view of the customer. • To increase the availability of customer information for personalization in pre-, in- and post-flight services. The objective was to at least be able to recognize customers and address them by name where possible. • To drive cultural change. Training programs were launched to accompany CRM-driven change projects. Awareness creation initiatives were set up for pre-, in- and post-flight services.
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